NEW YORK: Pfizer has called off its plans for a large-scale election-season PR campaign, opting instead for a small ad buy complemented by an increased online presence.

The pharma giant hired Edelman earlier this year to form a team that could help reverse sagging public opinion of its entire industry. That team included several former Clinton spokespeople and a number of veteran GOP strategists.

But late last month, after reviewing the options presented by that team, Pfizer decided against any large-scale campaign. "Based on a variety of ideas and strategies that were presented by a group of consultants led by Edelman, we decided on a campaign that has a paid media component and an online component," said Nehl Horton, Pfizer's senior director of corporate communications.

The creative work for the ads was done by independent GOP shop National Media. The online component will be handled by Mike McCurry's Grassroots Enterprise.

The TV ads and a new website will present a favorable view of the research and development efforts of Pfizer and the industry.

Horton described the campaign as a "long-term" effort, but declined to provide a solid timetable or price tag. "The focus for now is from today through election day, at a minimum," he said.